strategy review – month, yearinsert dealer logo here
TRANSCRIPT
STRATEGY REVIEW – MONTH, YEARINSERT DEALER LOGO HERE
What will we cover today?
What we’re learning from your market Key Competitor Behavior What’s Next ? – New Month /Quarter PlanBeta / New Products & Offerings
Performance Snapshot – MonthlyPerformance Snapshot – Quarterly
A
B
C
Questions & Concerns Future meeting planD
Your Performance
Your Market
Monthly/ Q# Plans
Q & A
A Goal & Performance Snapshots
Digital MarketingCapabilities
Monthly Performance Scorecard – SEM
Focus Area Estd. Goals
Actual Performance Goal Status
Conversion Rate 6% 8%
Traffic – Clicks 2000 3200
Impressions 20,000 18,000
CTR 10% + 17%
Impression Share - New 85% 83%
Impression Share - Used 70% 77%
Digital MarketingCapabilities
Monthly Performance Scorecard – SEO & Analytics
Focus Area Estd. Goals
Actual Performance Goal Status
Conversion Rate 6% 8%
Traffic – Clicks 2000 3200
Impressions 20,000 18,000
CTR 10% + 17%
Impression Share - New 85% 83%
Impression Share - Used 70% 77%
SEM Impression Share Analysis – Monthly
Digital MarketingCapabilities
Key Successes – Monthly
A
B
C
Key Success 1
Key Success 2
Key Success 3
Digital MarketingCapabilities
Key Areas of Opportunity
A
B
C
Key Opportunity 1
Key Opportunity 2
Key Opportunity 3
SEM Budget Recommendations
Digital MarketingCapabilities
Quarterly Performance Scorecard
Focus Area Estd. Goals
Actual Performance Goal Status
Conversion Rate 6% 8%
Traffic – Clicks 2000 3200
Impressions 20,000 18,000
CTR 10% + 17%
Impression Share - New 85% 83%
Impression Share - Used 70% 77%
Digital MarketingCapabilities
Key Successes – Past Quarter
A
B
C
Key Success 1
Key Success 2
Key Success 3
Digital MarketingCapabilities
Key Areas of Opportunity – Past Quarter
A
B
C
Key Opportunity 1
Key Opportunity 2
Key Opportunity 3
Category CommentaryWeb Site Foundation of digital presence. Strong web sites optimize automatically and
architecturally. Provide CMS for simple content updates.
Search Engine Optimization
Additional web site modifications to increase the ranking of the site for target keywords. Ultimate goal is to increase overall web site traffic.
Third Party Portals Leverage the brands of large third party portals such as AutoTrader.com, Cars.com and Edmunds.com.
Search Engine Marketing
Purchase of paid ads around search results for target keywords.
Lead Generation Additional tools and / or web sites to generate quality leads. Care needs to be taken to focus on quality verus quantity.
Display & Retargeting Create awareness and demand by purchasing targeted banners ads on web sites.
Social Display Display ads on Facebook driving traffic to the dealer’s web site based on specific targeting criteria, such as using the same address to access FB as dealer has on file
Reputation Management
Actively monitoring the dealer reviews and attempting to create positive online commentary
Fan Gen & Content Create new fans on social media web sites and pay to promote social content to larger audiences
Overall Digital Marketing Scorecard
Category Commentary Status
Web Site Mixture of Dealer on and OEM-mandated web sites.All sites were acceptable.
Search Engine Optimization
Little or poorly constructed SEO efforts
Third Party Portals Dealer input for assessment
Search Engine Marketing
Limited search engine marketing
Lead Generation Dealer input for assessment
Display & Retargeting Limited or no display
Social Display No social display
Reputation Management
Dealer Input For Assessment
Fan Gen & Content Limited or no fan generation or content promotion
Where Do You Stand?
B Your Market & Competition
Competitor A
• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.
• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used
• Auction insights indicate this competitor is <more / less> aggressive than last month.
<Input SpyFu Kombat map here between Your Dealer & Competitor A.>
Competitor B
• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.
• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used
• Auction insights indicate this competitor is <more / less> aggressive than last month.
< Input SpyFu Kombat map here between Your Dealer & Competitor A. >
Competitor C
• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.
• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used
• Auction insights indicate this competitor is <more / less> aggressive than last month.
< Input SpyFu Kombat map here between Your Dealer & Competitor A. >
Proposal For Competitor
Budget Required
Add a new conquest campaign in specific geos
Anderson Kia $750
Add geo-fencing campaigns Keyes Honda $1,000
New display initiative focusing on conquest brands
Rockwell Honda
$1,000
Proposal to engage competition
CQuarterly Planning, Insights, Product
Offerings
Questions & Concerns ?D
Thank you.
Thank you
Appendix
Our Philosophy - Keyword Planning
Keyword Type
Traffic Availability
Quality of Conversion
Car Shopping Intent
Brand/Regional High High Average
Make/Model High High High
Service/Parts High Average Low
Upper Funnel Average High High
Competitors Average High Average
Term Category Definition Example Cost
Brand Terms“Yellow Page” Keyword
Someone searching for your dealership by brand name
“DCH toyota” $6.26 per call$0.80 per click
Regional Terms“Discovery” Keyword
Someone searching foryour franchise and local city
“Oxnard toyota dealers” $16.74 per call$2.07 per click
Franchise Terms“Discovery” Keyword
Someone searching foryour franchise
“toyota dealers” $30.11 per call$3.39 per click
Model Terms“Discovery” Keyword
Someone searching for a specific product you sell
“toyota corolla price” $96.73 per call$3.91 per click
Overview of Keyword Categories
Focus Haystak’s Philosophy How Does This Help You Sell More?
Geo-Targeting • First capture primary area of influence relative to your market conditions
• Monitor Sales Data constantly to tailor to your key and conquest markets
• Dominate your immediate market• Effectively pump out to other markets• Drive quality shoppers more likely to
buy from you
Budget Allocation – Campaign Type
• Focus on transactional terms first (Make – Model)
• Pay lesser emphasis on Yellow Page Terms
• Spend ad dollars on terms that bring users looking for terms that drive more SRP/VDP Views.
Expanded Targeting
• Increase Presence via display/remarketing• Conquest & Competitor• Video
• Improve Branding & Lift Search Activity
Our Philosophy – Drive “High Quality” Shoppers To Your Site